Its the baking, not the cookies stupid!

When it comes to cookies for the kids, if its a make versus buy decision, the 'rational choice' would be 'buy'. Making takes time, messes up the kitchen, can cause physical pain, and of course the outcome can't be predicted. But present the cookie choice to Alphy on Valentine's day, she'd pick 'make' over 'buy'!

That's 'cos it ain't only about the cookies. Cookies can't be a complete expression of her love for her kids. Its the making plus the cookies that completes it for her. Which explains why she baked cookies yesterday.

If marketers can't get the 'baking story' because they're totally focused on cookies, they'll miss knowing Alphy and her kind. You see, the Alphy-kind aren't just buying into rational solutions, they bring their heart into the game. So on Valentine's day, quit selling her cookies, help her bake!

Knowing when its cookies, and when its baking is knowing Alphy. Tell you what, that's the key to marketing!  

Comments

nikhil said…
yes, yesterday i takeout my wife for dinner.she didn't like the food and ambiance much but she has not expressed it because its the feeling that counts.



Teresa George said…
Love the ease with which you blend real-life experiences to marketing concepts!
Teresa George said…
Love the ease with which you blend real-life experiences to marketing concepts!
Ray Titus said…
Nikhil,

You bet its the feeling that counts!

Teresa,

Appreciate your comment. :)

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